Learning to manage Google reviews is mission-critical for financial services businesses trying to improve their Google rankings and generate leads in their local communities. Almost everyone (82%) now checks reviews before choosing a local service provider. So, it doesn’t matter how outstanding the ad campaign is or how spectacular your social media engagement is if your Google reviews don’t reflect how trusted you are in the community.
But building a solid reputation on Google reviews isn’t a given. Many clients don’t leave reviews. And if left to chance, those who do may be the few who weren’t exactly jumping for joy over your services. Online reviews management for financial services, CPAs, estate planners, financial planners, et al. is a critical task in your search ranking strategy.
In this article, we’ll go step by step through the Google review process and show you how easy-to-use reputation management tools can streamline the process to save time, save money, and have a Google profile that more accurately reflects how valued you are in the community.
The Power of Google to Drive Financial Services Leads
Trust is currency in the financial services industry. Its clear value determines whether or not someone in need of financial services chooses your company. Search engines like Google use this information to decide which companies should give prominent visibility in search results in your local area.
Before anyone ever picks up the phone to speak with someone, they’re considering your Google reputation.
A fantastic Google review profile can speed up the sales cycle by instantly convincing someone to give you a call or walk in. It gives future clients confidence as they hand over substantial money or financial management responsibility. Google reviews work hand in hand with online ads, social media, emails, and even your street sign to push someone to make a decision.
Google reviews appear in search results and on Google Maps when they’re trying to get directions. So, even if someone were not actively looking for your reviews, they would see them.
Now, they don’t expect to see a perfect record. In fact, having an all 5-star reputation can be a red flag to many people. What potential future clients (and Google’s algorithm) want to see is this:
- Recent reviews (Those older than 3 months are irrelevant to most people and Google.)
- A decent number of reviews (They’re not expecting thousands for a small, local financial services company, but they expect you to have more than a few).
- Mostly 4 and 5-star reviews (the occasional 2 or 3 isn’t going to kill a solid 4-star reputation. But we will talk about how to minimize the damage.)
- Mention specific services and express positive emotions.
- Your company responding to reviews in personalized ways
Generally, when your Google reviews demonstrate these traits, people know they can trust you and will proceed with hiring your company for their financial service needs. And Google knows you’re taking care of local clients so it gives you more search visibility (ranking).
Why You Can’t Leave Google Reviews to Chance
Shouldn’t reviews just be a natural part of doing business?
This is true to some extent. But as a business owner/manager, you have more control over Google reviews and online reputation management.
Unmanaged Google reviews often end up looking like this:
- Reviews are far apart and outdated.
- Reviews don’t mention services provided.
- Bad reviews outweigh good
- Unhappy reviews have no responses from your team, making it look like you don’t care.
- Your star rating is low and doesn’t reflect how many happy clients you have.
If this sounds a bit like your review profile, you’re probably feeling discouraged and even angry at clients who said bad things and misrepresented your company.
And here’s what we want to know.
You can impact all of the above factors that define a strong Google reputation, and it will drastically improve your local rankings.
Outdated, unaddressed, and mismanaged review profiles cost leads and, ultimately, revenues you would have—should have—earned.
It’s important to demonstrate consistency, awareness of client concerns, and willingness to work with people.
Now, let’s talk about what you can do to elevate your rankings by managing online reviews.
How to Manage Google Reviews to Improve Rankings
1. Claim and Optimize your Google Business Profile
Your Google profile is like a home away from home. It condenses the information on your entire website into the most important and relevant information with:
- Hours
- Locations
- Services
- Current promotions
- Helpful resources
- Updates
- And of course, reviews
We go into more detail in this guide, so be sure you check it out next.
2. Respond Quickly, Professionally, and Personalized to Reviews (Good and Bad)
Show you listen and care. Encourage unhappy clients to reach out directly. Thank happy clients and mention specifics from their reviews.
If this sounds like a lot, know that there are effective AI-driven reputation management tools that can take a lot of the more tedious tasks off your plate while giving the perfect, personalized response.
What’s more is these Google review tools keep you informed about concerns you need to address and things clients love about your team and offerings. You can use this information to further improve operations, ad campaigns, and client support.
3. Encourage Clients to Leave Reviews
Don’t leave this to chance. With a reputation management tool, you can set up event-triggered emails or texts that remind clients to write reviews. Then, encourage people to contact you directly with concerns. Let them know how important their reviews are to you and to other potential clients.
But of course, we never, ever pay for 5-star reviews with discounts, gifts, or other means. That’s unethical. If they don’t write a review, you can even send a friendly reminder once after each service is rendered and ensure those who have left reviews don’t continue to get requests. This automated and personalized review request system can drastically increase the number of reviews you receive and the quality of those reviews.
As you get more and better reviews, Google takes note. Each review from a local client is a “local signal”. Local signals build Google’s confidence that your business is where it says it is and that you deliver on your promises to clients. As a result of this increased confidence, their local services algorithm will display your business more prominently in search results and on Google Maps.
Did we hear that you want more high-value leads? The best way to do that is to be visible in Google’s local search results. People who search on Google are usually ready to do business now.
A Centralized Reputation Management Tool Streamlines Reviews
Trying to manage Google reviews manually no longer cuts it. Other priorities of running a business make it impossible to keep up.
Allowing a bad review to sit for even a couple of days can have serious consequences.
It’s like having someone standing at your door telling potential clients you can’t help them, or worse, you don’t want to help them and to go see your competitor instead.
Our all-in-one local marketing platform’s reputation management tool simplifies the process with:
- Centralized dashboard for multiple review platforms (Google, Yelp, and industry-specific)
- Smart notifications and AI-assisted suggestions that personalize responses to make people feel heard and valued
- Performance tracking and alerts
Best Practices for Online Review Management for CPAs, Estate Planners, and Financial Planners
Do…
- Focus on what your clients care about when providing services and responding to reviews
- Use a helpful, humble, empathetic, and respectful tone
- Be sensitive to feelings, even when people have misunderstandings
- Encourage clients to talk about “how they feel” (E.g., peace of mind, relief, clarity, confidence, hope). Emotions sell financial services.
- Utilize visual testimonials from agreeable clients
- Showcase long-term relationships with clients on your website (without oversharing)
Don’t…
- Take reviews personally or respond rashly
- Leave your online reputation to chance
- Let AI run the show. AI is a useful tool that requires human oversight.
- Try to do all of this manually. Automating your online review management for estate planners, financial advisors, and CPAs will save you time and money.
Turning Reviews into Rankings into Revenues
Managing your Google reviews directly impacts your financial goals. Here’s how to get the most out of it.
- Embed relevant Google reviews on your website in key decision-making locations
- Promote reviews in email and through social media campaigns
- Combine your online review strategy with geotagging and local SEO to maximize your visibility among high-value local clients.
- Apply data-driven insights to continually improve your strategies for online review management for financial planners, CPAs and estate planners.
Get More Leads from Google Reviews
Virtually everyone looks at online reviews before buying local services—the vast majority on Google. Even when they’re not actively looking for them, they see your reputation. This directly impacts whether or not they choose you or a competitor. Google uses this online reputation to decide which financial service providers deserve the most visibility.
So, it’s critical to manage what people see. You have more control over Google reviews than you may realize. Google reputation management tools can save you time and money while maximizing your Google review revenue-driving potential.
To learn more, schedule a demo and take control of your online reputation today.